Contents

Toblerone was created by Emil Baumann & Theodor Tobler (1876–1941) in Bern, Switzerland, in 1908. Emil Baumann, the cousin of Theodor Tobler, created the unique recipe consisting of milk chocolate including nougat, almonds and honey and Theodor Tobler came up with the distinctive triangular shape and packaging.

The triangular shape of the Matterhorn in the Swiss Alps is commonly believed to have given Theodor Tobler his inspiration for the shape of Toblerone. However, according to Theodor's sons, the triangular shape originates from a pyramid shape that dancers at the Folies Bergères created as the finale of a show that Theodor saw.[3]

Some early advertisements for Tobler chocolate appeared in the international languages Esperanto[4] and Ido.[5]

The Tobler company was independent for many years. In 1970, it merged with Suchard, the makers of Milka, to become Interfood. After the Tobler & Suchard merger it was decided to create a new and single source for Marketing & Exporting the various products manufactured by both companies worldwide, Multifood. Max E. Baumann, the son of Emil Baumann was made Director of this new Division. Tobler & Suchard companies merged with the Jacobs coffee company in 1982 to create Jacobs Tobler & Suchard. Mondelēz (Kraft Foods Inc at that time) acquired the majority of Jacobs Suchard, including Toblerone, in 1990.

Advertising in the 1960s included the production of a model Volkswagen Type 2 by Corgi Toys, featuring Toblerone designs on its side panels

Bar sizes range from ten centimetres to nearly one metre, all similarly proportioned. According to Schott's Food & Drink Miscellany the sizes and number of peaks for Toblerones are as follows:

Size(g)

Tiny

Mini

35 g

50 g

75 g

100 g

150 g

360 g

750 g

4.5 kg

Size(oz)

1.2 oz

1.7 oz

2.6 oz

3.5 oz

5.3 oz

12.7 oz

26.5 oz

159 oz

Peaks

3

3

8

11

11

12

9

11

17

12

For the yearly Toblerone Schoggifest, a special oversized bar is created to celebrate the bar's anniversary. The bar's weight represents the years of Toblerone, with the first bar in 2008 weighing 100 kg.[10]

In 1932 Tobler made the first filled bars of chocolate, the Tobler-O-rum.

Since the 1970s, other variants of Toblerone have been produced. These include:

In 2016 two peaks were removed and larger gaps were introduced between each peak, in two of the bars in the United Kingdom, to cut the weight of the bars and reduce costs, while retaining the same package size. This change reduced the weight of the 400g bar to 360g and of the 170g to 150g; other sizes of bar were unaffected. The change was not well received,[12][13][14] with one MSP calling for "government action" by the Scottish Parliament over the change.[15] In 2018, it was announced that the bars would revert to their original shape, and the 150g bar replaced by a 200g bar.[16]

A similar product is the Croatian product Kolumbo, made by factory Kraš from Zagreb. This chocolate is also composed of pyramids of hazelnuts and honey. Kraš was producing Toblerone under license during the 1970s and 1980s.[citation needed]

In July 2017, in response to Toblerone's 2016 reduction in size, UK variety store chain Poundland launched its own version of Toblerone called "Twin Peaks", which is larger than the modified Toblerone bar.[19]

The distinct pyramidal shape of the bar lent its name to the Toblerone line, a series of anti-tank emplacements prevalent in Switzerland's border areas.[20][21]

In 1995, it was revealed that the Swedish politician Mona Sahlin had misused her government-issued credit card for unauthorized purchases. Because she had bought, among many other more expensive items, two bars of Toblerone, pro-Sahlin journalists attempted to downplay her abuse of parliamentary financial privileges as the "Toblerone affair". These attempts were ultimately unsuccessful, and Sahlin was forced to step down as a candidate for the post as Prime Minister. She returned to politics in 1998.[22]